One Giant Leap - Instagram Digital Campaign

To celebrate the launch of Ted's stellar AW17 womenswear collection we invited followers old and new - via paid content - to take One Giant Leap to a new fashion frontier on planet Sateen. There they'd get their chance to explore Ted’s luxurious, universally well-dressed world and complete challenges for their chance to win a constellation of star prizes.
On our own daily Instagram Stories, we then revealed the winner and the prize, and provided a swipe up call to action, driving traffic to Ted’s womenswear product page at
Our objectives
• Create an innovative engaging concept
• Drive awareness of new WW AW17 collections online
• Engage with existing Ted audiences online
• Generate social engagement and traffic to the AW17 Womenswear collection
• Acquire new online fans and followers
The campaign was a resounding success both in terms of metrics and reception, with huge engagement. It reached 1.5M people and saw a +7% increase in likes and +600% increase in comments vs SS17 digital campaign.
It is worth mentioning that we chose to stay in-house, rather than use our regular digital agency.
I had the opportunity to take creative lead, sketching out and art directing each creative concept, developing competition mechanics, as well as providing all supporting copy and captions.

Team Credits

Luke Butler

  • Creative Copywriter

Roger Valentine


Agnes Szczepaniak

Project Tags


  • Ted Baker

    Ted Baker

    • Fashion

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Luke Butler
Creative Copywriter
Tor Ronald